In just 6 months, Hurae helped turn the Geberit AquaClean shower toilet into a must-have. We flushed away the taboo with humor, poetry and Belgian absurdity, resulting in 6 times more website traffic for Geberit and 2,5 times more distributed test kits than targeted.
In a sector where big budgets often dominated, we proved once again that creative thinking can make just as big an impact. We chose a path that sparked conversation, broke taboos and made people talk openly about hygiene.
At Batibouw, Belgium’s biggest home and renovation fair, we built a car wash and asked people a simple question: how do you wash your car? With water or with toilet paper? People who chose the weird option (toilet paper, of course) received an air freshener… in the shape of a gnome.
The garden gnome helped us sell not only the Geberit AquaClean toilet, but most of all a feeling. We turned the water sprinkler into a little stream of happiness for the gnome. And he didn’t stay in the garden. He stole Manneken Pis’s pedestal and walked the beach as a giant in fake-out-of-home videos.
On top of that, we activated the right influencers who told people about their first time (with water). We didn’t just create a campaign, we created a micro-movement.
We made a big splash for Geberit.